What If the NBA Got Into the EDM Business?

Two weeks ago, Billboard's cover story focused on the notion that the music industry was doing a poor job of extending itself into the nearly $14 billion brands were likely to spend on sports in 2013 alone. However, in studying the issue from the standpoint of how the industry could better capitalize from sports, maybe Billboard is contemplating the right issue, but from the wrong perspective. If a fan of electronic dance music, you likely already understand how EDM's long-standing practices actually engender the rising princess of popular music to providing answers for the wild, unstable and decentralized future that the music industry appears to be facing. Maybe if leagues themselves entered into the "label" game - but with a more socialized and ultimately league-brand first specific concept, it would be the artists - not the industry - who would stand to gain the most from the idea. Intrigued? Well, imagine if the National Basketball Association partnered with EDM DJ/producers to create a next level marketing platform for the music, culture and progressive mainstream marketability of not just the league, but EDM culture and the longevity of the producers themselves. Crazy, right? It's a slam dunk of an idea.

• A base salary for the producers of the music of $200,000 for two years of work. The producers would be able to supplement that income with outside gigs and tours that would not exceed the number of monthly hours required within the deal the producers would sign at the beginning of the project.

• The NBA would own the publishing for material created by the artists for two years (at the end of two years, the artists would be able to gain access - free of charge - to their own material), while artists would be able to earn from the revenue from sales of tracks. Artists would also be able to - if interested - have access to free marketing, branding and booking assistance after the end of the project.

• The fees from the league end of the $50 million total buy-in would be used by the producers for the payment of studio services, as well as if the need arose for compensation of outside artists/producers as well as for sample clearances.

• The fees from the franchise's buy-in would go directly to the development of local music and basketball academies wherein music production would be taught to youth. The basketball academies would assist in the organization, marketing and infrastructure development for summer streetball tournaments local to the cities involved.

• Furthermore, the project would also involve an educational component that would involve YouTube tutorial sessions and the creation of sample packs of sounds used in the creation of the tracks for the project(s) released (the proceeds from both would be given directly to the artists).

• As tracks were completed, the league would have right of first refusal in debuting tracks on any of their visual media properties. If used, upon debut, the individual track would be available for at-cost download.

• Album he releases at the end of the project would be available for initial free download on the NBA's mobile application, in a manner similar to Jay Z's Magna Carta Holy Grail. As well, similar to MCHG, the releases would be available for digital purchase one week of free download availability on an independent label administered by the NBA itself. Furthermore, for artists opting for EPs, the EPs would be made available for sale on a bi-annual basis again, in a manner similar (in both ways) to Magna Carta Holy Grail.

The possibilities are endless for a GTA/Heat project. Miami is arguably one of the top-five hottest epicenter locales for American big-room EDM, and, as well, the Heat - with or without LeBron James - are a perpetual NBA title contender and one of the league's most popular teams. Also, after a year of touring worldwide as an opener for Calvin Harris, Tiesto, and Rihanna, it's probably time for JWLS and Van Toth to sit down and get to work on an album. Figuring in a big budget and global marketing potential, this is a concept that would have incredible potential.

Chicago's own Flosstradamus may be signed to Ultra for an album that I'm almost certain will feature more trap and hardstyle than anything else to fulfill the expectations of once of the world's best respected mainstream dance labels. However, I can only imagine what would happen if J2K and Autobot sat down and really attempted to craft a record that accurately reflected the past, present and future of fifty years of what Chicago-based music - from house to drill and all points in-between (paging Mr. West) - has been and could become.

16-year-old Ebony "Wondagurl" Oshunrinde recently gained a ton of press for having landed "Crown" on Jay Z's Magna Carta Holy Grail. Much of what this NBA/EDM project is all about is preserving, protecting and developing the future, and Wondagurl absolutely represents what that is all about. Ideally, the concept here would be consecutive EPs pairing Wondagurl with established EDM names and rappers to continue to plunge deeper into the synergy of where rap and dance's mainstream progression will more than likely continue to collide. As well, it's Toronto, and a Wondagurl x Ryan Hemsworth x OVOXO track showcasing the majestic beauty of the NBA playoffs would have incredible chart-topping potential.

From having Mick Boogie as the Barclays Center's offical DJ to Jay Z once being a part owner of the franchise, the Brooklyn Nets have created an incredible cache of cool and a true tastemaker's sensibility when it comes to understanding the branding appeal of next-level musical hipness. As well, it's Brooklyn, so I can't imagine that the Nets ownership would be against further incubation of the progressive cool that has become so intrinsically connected to the borough. For almost a decade now, Brooklyn's Cousin Cole has made a stream of remixes and edits that could only be created with a blend of science, intellectualism and a knowledge of what truly makes a dance floor groove. Giving him a budget to clear samples or work with the artists that inspire his work could truly create some amazing original material.

Well, we know Baauer can make the world "Harlem Shake," and we know that he can take things "Higher" with Just Blaze, but I'd love to see what could happen from a marketing standpoint when you give Baauer a crazy budget and two years to make giant tracks in the center of the free world of mainstream media. I'd love to imagine the Knicks getting some kind of anthemic song out of this with a video involving Spike Lee and Carmelo Anthony doing pretty much anything together. As well, with Baauer having a Vegas residency, the NBA being able to extend itself into Sin City without having to worry about casino betting as an issue would have huge potential for the league's expanding bottom line. From a musical and marketing perspective this is a big ticket item with giant possibilities.

Yes, I'm aware that the Peligrosa crew's Austin, Texas home base is 196 miles away from Dallas. It's the immense potential of opportunities like Peligrosa partnering with the Mavericks though that the addendum of the franchise and the artist's hometown can be separated by 250 miles exists. While based in Austin, Peligrosa's blend of global influences that are reflected in a Latin-tinged vibe mirror the Mavericks of Mark Cuban's era as owner of the Dallas Mavericks wherein 25+ foreign born players have played for the franchise. An album imbued by that vibe, while at the same time staying true to the Latino-friendly vibe within the Lone Star State could be truly groundbreaking on a mainstream and globalized stage.

When Diplo is a season ticket holder for your franchise and everyone from point guard Baron Davis to dunk practitioner supreme Blake Griffin is rattling the rim, the impetus for something both forward-thinking and bass heavy is key. Thus, calling upon Low End Theory resident TOKiMONSTA just makes sense. I could just imagine that soundtracking the dunks in "Lob City" would sound like set to something akin to TOKiMONSTA's "The World is Ours" would give their above-the-rim play a new level of artistic connectivity to a global audience.

Moreso than just watching Michael Curry drain three-pointers from behind the arc, it's the Bay Area-based Golden State Warriors' next level plans for an arena that looks like "a work of art [where you're] playing basketball inside" according to Bleacher Report, the current seat of American progressive technology and hipster creativity should be a part of the NBA/EDM project. From having Nanosaur and Lil B the Based God getting back in the studio to put some work together to heck, even a few fun tracks showcasing the up-and-down fast-break play the league favors these days with artists like Kreayshawn and Chippy Nonstop involved would certainly fit the needs of the NBA's marketing and also could easily get remixed by big-room EDM types into peak hour bangers as well.

A rebuilding franchise likely in search of some terrific public relations support within a community of fans hoping for a winner, the Phoenix Suns partnering with a veteran crew of beat maestros who are globally respected and one hit away from the next level makes sense. Between Frank Mendez, DJ Melo, Pickster One and Riot Earp, the crew - in various permutations (Pickster and Riot make rap friendly edits as Broadway Slim and Pickster and Melo are moombahton community favorites Kingman Fire) - know how to make ear-worming sounds that exceed expectations. Getting EPs from all members of the crew as solo artists or in tandem with each other could possibly lead to material with a top-40 friendly flair. As well, from a technical and educational standpoint, I can only imagine how awesome the tutorials and sample packs from these four would be to watch and use respectively.

The pride and joy of Bethesda, Maryland is under-18 producer Alex Young who, within less than two years time has become one of EDM's names to watch for the future. One day he's sitting in class at Walter Johnson High School, the next he's in studio with Cashmere Cat and fellow DC-area production wunderkind Lindsay Lowend. The NBA/EDM project is all about developing sustainable means by which American EDM can grow as well, and giving Alex Young the ability to create EPs as a young producer with tremendous accessibility is important. As well, insofar as his development, the work he'd release would probably expand and develop as he matures into adulthood, which would provide an incredible case study for the NBA regarding the true success of the project.